ReputationInstitute

CountryRep™

Reputation Institute's CountryRep offers insight on how reputation impacts and influences a country's stakeholders worldwide—and its bottom line. When people trust, admire and have a good feeling about a country, not only are they are more likely to recommend key supportive behaviors to others, people are also more likely to give a nation the benefit of the doubt in a time of crisis. There is a strong pattern between reputation and support, demonstrating that building a favorable reputation platform should be a part of a country's overall strategy.

Reputation Institute has conducted qualitative research with consumers in the USA, Europe, Latin America, Russia, Australia, South Africa, and China. Results indicate that 'Country Reputation' can be represented by a standardized measure based on a simple set of questions asked of respondents familiar with a country. Answers are used to create an overall CountryRep score on a 0-100 point scale. CountryRep is designed to measure the health of a country's overall reputation.

CountryRep™ Methodology
The core of the model is the degree of liking, trust, respect, and admiration that people feel for the country.

CountryRep™ is a scientifically-developed standardized scorecard that measures perceptions of countries based on key performance indicators designed to assess the relative appeal of the country to respondents on 11 attributes organized into three dimensions:

• Effective Government
  offers a favourable environment for doing business, is run by an effective government, has adopted progressive social and economic policies, is a responsible participant in the global community
• Advanced Economy
  produces high quality products and services, is inventive, is technologically advanced, is an important contributor to global culture
• Appealing Environment
  a beautiful country, an enjoyable country, offers an appealing lifestyle

Project Description for CountryRep 2009
In January-February 2009, Reputation Institute conducted the CountryRep™ project in 33 countries.

Consumers in each of the G8 countries (Canada, France, Germany, Italy, Japan, Russia, UK, and USA) rated 34 country brands and thereby provide a snapshot of the reputation of emerging markets with G8 consumers. More than 22,000 consumers were interviewed online and asked to rate countries, providing over 38,000 country ratings.

Each country brand was also rated by consumers in their own country. Reputation Institute conducted fieldwork in 33 countries which rated themselves to provide self-image scores from 17,000 interviews:

Americas
Brazil, Canada, Chile, Mexico, USA

Europe
Austria, Belgium, Denmark, France, Finland, Germany, Greece, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK

Asia-Pacific
Australia, China, India, Japan, Singapore, South Korea, Taiwan, Thailand

Africa
South Africa

Download the free CountryRep 2009 report here >

Working with Reputation Institute to Put CountryRep to Work for You
CountryRep™ provides valuable information to help both established and struggling countries to target existing programs and initiatives toward key dimensions and country publics and to develop new programs and initiatives. CountryRep™ also helps corporations go global and efficiently build relationships with key stakeholders in the most vital country markets and not least seek to understand the impact of country reputations on corporate brands.

Potential Partners for Work on CountryRep™:

• Country Governments
• Foreign Direct Investment Agencies
• Global Businesses and Potentially Global Businesses
• Travel and Tourism Industry

Potential Uses for CountryRep™:

• Identify Key Performance Indicators for the country brand & reputation
• Identifies weak areas in countries for improvement
• Identifies positive areas to be leveraged as strengths
• Overall results can be used for strategic marketing campaigns to grow tourism and business developments
• Positive results build pride and reputation within countries observing a rise in ratings after several studies
• Positive results can be used as marketing leverage by highly rated countries
• A positive or growing "country brand" can raise reputation of local company brands

To learn more, Download the free CountryRep 2009 report or contact info@reputationinstitute.com.